Frito-Lay North America (Frito-Lay) and FIFA have announced the continuation of their relationship, with Frito-Lay signing on as a North American Tournament Supporter and Official USA Snack of the upcoming 2023 FIFA Women’s World Cup – Australia & New Zealand, the company’s largest-ever investment in women’s sports.
“We are thrilled to be among the first Tournament Supporters in North America to announce our involvement with this year’s FIFA Women’s World Cup,” said Steven Williams, CEO, Frito-Lay and Quaker Foods North America. “As our snacks are known to bring people together for iconic moments in sports, we look forward to using our role in this momentous occasion in women’s sports to support the athletes and fans alike.”
Frito-Lay made history last year as the first salty-snack brand collaboration in FIFA and FIFA World Cup history during the 2022 FIFA World Cup. Now, Frito-Lay brands Lay’s, Doritos and Cheetos will offer FIFA Women’s World Cup-branded packaging just in time for the tournament. Cracker Jack will also feature FIFA Women’s World-Cup branded packaging through its limited-edition Cracker Jill packaging, which was created to celebrate women who break down barriers in sports and support women in sports. The programme also includes Tostitos, Ruffles and PopCorners, as well as Quaker hot breakfast cereals, Quaker grain-based cereal bars, Quaker rice snacks and Gamesa cookies and crackers. Frito-Lay have the rights to activate both across North America and in the Host Countries.
This collaboration builds upon Frito-Lay’s commitment to celebrate fandom by continuing to align with culturally relevant moments to bring smiles to more consumers on more occasions. As the most watched women’s sporting event in the world, the FIFA Women’s World Cup presents a unique opportunity for Frito-Lay to be a part of the growing popularity of women’s sports. Frito-Lay is also dedicated to furthering equity through its programming by engaging fans and fostering opportunities for more players at all levels regardless of background, gender or ability.
“FIFA is delighted to welcome Frito-Lay as a Tournament Supporter for the 2023 FIFA Women’s World Cup – Australia & New Zealand – a tournament that promises to drive the women’s game to all new highs,” said Romy Gai, FIFA’s Chief Business Officer.
“Frito-Lay’s commitment to empowering young football fans aligns perfectly with our mission of promoting the sport globally, and it’s vast experience at major sporting events will enhance the tournament experience for fans. Together, we can drive both awareness and participation to enhance women’s football for all.”
The 2023 FIFA Women’s World Cup – Australia & New Zealand is set to captivate fans from around the globe, showcasing the remarkable skill and athleticism of the world’s best players. The tournament will take place from July 20 through August 20 and promises a month of action, drama and elite level talent.